Shark Attack TV Director Killed By Great White

2/27/2013 7:00 AM PST BY TMZ STAFF

Breaking News

An award-winning TV and film director was killed in a gruesome shark attack off the coast of New Zealand today ... as authorities grabbed guns and opened fire on the animals.

46-year-old Adam Strange -- who's directed a whole bunch of international commercials for companies like Pepsi and Firestone -- was swimming at a popular NZ beach when a Great White pulled him underwater. According to local reports, at least 3 other sharks were drawn to the attack.

Local police jumped in a small boat and raced over to the scene ... joined by a helicopter. The cops fired at least 20 shots at the sharks, but it was too late.

One shark was reportedly killed in the gunfire ... and its body -- measuring 14-feet long -- washed up on shore a short time later.

As for Strange -- authorities were able to recover his body after the attack.

Strange didn't just direct commercials -- he also won Best Short Film at the Berlin Film Festival in 2009. He leaves behind a wife and small child.